Beano Studio’s is looking to tap into an older children’s market, Generation Alpha and their parents with the launch of Beano for Brands, a new children-first consultancy.
Beano for Brands will aim to solve client briefs using kids’ insight and market testing gleaned from qualitative and online research, content creation and brand partnerships. It will span the Beano portfolio.
The division will be led by Iain Sawbridge, Beano Studio’s chief content and digital officer.
“Making the move from kids’ media owner to a kids’ first consultancy is a natural next step for Beano Studios, which in just two years has reinvented the 80 year old brand from a comic to an international multimedia studio; winning 14 major industry awards, an International Emmy nomination and launching Beano.com, now the UK’s fastest growing kids’ site with a monthly network reach of five million.”
Beano for Brand will look to help brands tap into the changing rules and behaviours of today’s children across the home, native digital landscape and everyday life. BEano Studios has already secured a number of brand partnerships with the likes of Stella McCartney and Ted baker as well as David Walliams and harper Collins as well as with YoungMinds, the UK’s charity fighting for children and young people’s mental health.
Hayley Granston, managing director of commercial at Beano, added: “Beano for Brands will continue to work with brands that are obviously in the kids’ space – such as toys, gaming, publishing and film – but increasingly we want to work with less obvious family brands that need to understand today’s kids to drive success with families, including everything from financial services, to technology, sustainability and cultural institutions.”